Millennials buy everything online (or so the story goes).
Then how does Carvana, the first all-online car retailer, speak to that audience? By calling them lazy — in a good way. Our spot celebrates laziness as an inspiration for progress (including shopping for a car online).
'I Choose Lazy' aired regionally during the Super Bowl. I told my friends and family, "my spot's in the [regional] Super Bowl!" They were all, "the Super Bowl!?" And, I was like, "Heck yeah, the [regional] Super Bowl!"
AdWeek took notice and put our spot at the top of their list.